Starting Up: How I Built & Sold a SaaS Company for Millions Without Coding Skills | Jay Sensi

I built and sold a software company for millions. I've never written a line of code. Starting Up is the definitive playbook for non-technical founders who want to build, scale, and exit software companies—without needing technical skills. I'm Jay Sensi. In 2012, I had an idea for My College Roomie (later Campus Kaizen)—a college roommate matching platform. The problem? I had zero coding skills, no technical co-founder, a full-time job I couldn't quit, and limited capital. Everyone said I needed to be technical to build a software company. Everyone was wrong. Over the next 10 years, I validated the market, learned to spec software without technical knowledge, built strategic partnerships that created 10x growth, scaled to multi-million dollar ARR while working full-time, sold to a private equity firm, and retired at 40. Now I'm documenting the entire journey—the strategies that worked, the mistakes that cost six figures, and the exact roadmap from idea t